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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Renewed czech retro brands and their consumer perception
 Ševčík, Josef ; Říha, David (advisor) ; Chytková, Zuzana (referee)
This thesis deals with the renewed Czech retro brands and how they are perceived by consumers. The theoretical part defines retro in relation to the brand and it is representing stories of such brands on the Czech market. In the practical part there is a research by form of focus group analyzed, which examines consumer perception of these brands across all age categories. The aim of this thesis is to explore the phenomenon of retro on the Czech market and see how it is perceived by consumers due to age and product category.
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